Role of Social Media Platforms and Social Influence on Trip Planning Behavior of Tourists in Pakistan
DOI:
https://doi.org/10.58932/MULA0064Keywords:
Social media platforms, Trip planning behavior Tourist behavior social influence youth and millennialsAbstract
This research aims to analyze the role of social media platforms and social influence on tourist trip-planning behavior in Pakistan. The researcher used pre-trip, during-trip, and post-trip as a construct of trip planning in Pakistan. A quantitative research method was employed, and data were collected by using a structured survey questionnaire from Pakistani youth and millennials. For the sample size, the researcher used the Krejcie-Morgan formula, resulting in a sample size of 386. The population consisted of Pakistani social media users. The researcher applied the social influence theory & uses and gratification theory as a theoretical framework. To analyze relationship between social media and social influence on trip planning behavior, the researcher applied Pearson correlation and an independent t-test through SPSS. The findings highlighted a strong relationship between social media usage and trip planning behavior among Pakistani tourists. Social influence, such as peer and family recommendations, shared experiences, identified a strong, consistent relationship with tourists' trip planning behavior in all stages. In current research, Youth showed higher scores than millennials in utilizing social media and trip planning behavior. The current study can help social media users, including youth and millennial age groups, group owners, and policymakers, to develop new strategies to assist tourists in searching for information about trip planning in Pakistan. Limited studies have been conducted on the usage of social media for trip planning behavior and the social influence of tourists in Pakistan.
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